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Customers' Preferences of Insurance Services
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With the presumption of change as an inevitablephenomenon, this study explores ways in whichinsurance companies can enhance their ability ofmeeting the constant changes in customers preferences. The focus is held on understandingyoung customers preferences regarding servicesprovided by insurance companies. In an increasinglycompetitive environment, where insurance companiesfight for the same customers, having a customer-oriented culture is extremely important not only toretain customers, but also to acquire new ones. Thisstudy presents various theories on the changes incustomers preferences as well as theories regardingorganizational strategy and change.The study suggests how and when to meet thecustomers, and how to build long lasting, trust-based relationships which could lead to increasedcustomer loyalty over time. Although the studyinvolves an insurance company, other organizationsdealing with similar services could also benefitfrom the findings.
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